When a standard practice just isn’t good enough #1 OTT IN HONG KONG Oct 16, 2019.
Before we start, let's take a quick look of what we did and what are we going to do….
Mass Reach Registered Users over 7.9 Million (as of Sep 2019) # *2.49M Unique Device & 53% Reach #17.6 Viewing Hours Per Unique Per Month Device in week 1940 Unique Device App : 1,258,553 Web : 548,552 STB : 687,146 * myTV SUPER ave. household size is 3.11 from survey (than our STB reach will be 2,137,024) Total Reach during Sep 14 – Oct 13 : 3,944,129 (= 53% of total HK population) Source : Source : *Nielsen Sitecensus (Sep 14 – Oct 13 2019), #1940 (Sep 30 – Oct 6, 2019)
Not Just Drama… More Program Genre
Major Soccer And Sports
Horse Racing 著名馬評人方駿暉加盟
Documentaries
Super Recipe
Infotainment Super Zones Parenting Health Car Beauty Recipe
超級奶爸 3 - 育兒電視節目 何基佑 Kay Ho 《超級奶爸》 監製兼主持 各路專家為觀眾解答種種育兒 問題 家庭真實個案 教授家長一個 全面的育兒方法
…… and many more to come
A Peep Of Nielsen Video Consumption Landscape Survey… MULTI SCREEN ENGAGEMENT & INTERACTIVITIES
According To The Nielsen 2019 Video Consumption Landscape Survey • 87% audience use 2 nd screen • 28% likely to made purchase
For Years Marketers Looks For TV Attribution Measurement … WE ARE DOING THE BEST WE CAN … TO GO FURTHER FOR SOLUTION PERFORMANCE + CONVERSION
Clickable Ad On Connected TV (myTV SUPER) Alter the consumer • experience on TV Get to connect • with audience and engage with them.
Clickable Ad On Connected TV
Click Stable Rate At Above 1% (Sep 24 – Oct 13, 2019) Average Click Rate on STB 3.00% (Overall average : 1.36%) 2.50% 2.00% Launch on Sep 19 1.50% 1.00% 0.50% 0.00% Sep 19 Sep 20 Sep 21 Sep 22 Sep 23 Sep 24 Sep 25 Sep 26 Sep 27 Sep 28 Sep 29 Sep 30 Oct 1 Oct 2 Oct 3 Oct 4 Oct 5 Oct 6 Oct 7 Oct 8 Oct 9 Oct 10 Oct 11 Oct 12 Oct 13 Source : Data as of 2019 from DFP
Get Set For T-commerce Clickable TV ads • Direct-to-Consumer on TV • Omnichannel on big screen TV sets • 24/7 operation • Not limited by retail locations • Lean back experience drives more • impulse purchase
Case Sharing : 點滴是生命 *Average Click Rate 1.14% (Oct 5 - 13, 2019) Average Daily Pageview Average Daily Donation $ Average Daily Transaction +77% +99% +115% Source : *Doubleclicks
Campaign Optimization
New Initiatives Cross Device Targeting & Frequency Cap 2 nd Party Data On-board Free campaign re-targeting Free re-targeting on your website users
Our Cross Device Graph Will Be Available In Q1 Mapping audience across • devices; enable cross device frequency capping. It helps our advertiser to • improve their strategy and lift customer engagement.
Secured Platform For Onboarding Your Data and Audience Mapping 2. Hash Data 1. Create Account • Download our hash tool to hash data • An account for a single by yourself. advertiser or • A one time password will • Use our automatic hashing system be given on UI to hash data. 5. Matching Summary 4. Upload Data 3. Data Type Option • No. of matched data can be • Complete upload process. • Choose types of data to be uploaded seen on the UI after 2 (Mobile/Email) working days.
Free Re-targeting • Free in-campaign retargeting • Free re-targeting on past campaign click
Free Targeting On Your Website Users • Insert it onto your website Able to see what titles and links are visited most, and what has to be improved to look more “sexy” for your visitors.
The True Potential Of Programmatic You Need To Aware Means On myTV SUPER
High Completion Rate Beats International Standard CPCV = HK$0.12 vs other video platform in above HK$1.50 Q1 2019 Completion Rate : 93% vs 89% of International Video Benchmark* Q1 2019 Viewability Rate : 93% vs 70% of International Video Benchmark* *Video Benchmarks Report for Q1 2019 Source : DoubleClick Video Benchmark
High OTP Of myTV SUPER Data Demographic Segment Target et Group On On-Targe get-Per Percen entag tage OTP Benchma mark rk Female le 95.02% 65% Male 94.30% 74% A25 A25-44 44 83.61% 67% A35 A35-44 44 69.00% 67% Female le 18-44 44 74.04% 68% Female le 25-39 39 75.39% 37% Female le 25-44 44 75.00% 51% Testing period: April to June OTP Benchmark as of 2018 Q3
1 st Programmatic TV – Premium Inventory • Programmatic Guaranteed – committed delivery for on and off deal • Preferred Deals – always-on deal for year round optimization • Private Auction is for better cost savings, some popular target is available : • Small portion of inventory in Open Auction at a minimum CPM price
Tips On DSPs Setting For myTV SUPER Inventory DAR Currency 3rd party data 3rd party STB inventory measurement DSPs discrepancy on STB verification on DV360 on STB issue Works for : Google DV360, Due to No IAS & MOAT DV360 Verizon, App Cannot target different measurement targeting is not Low OTP score Nexus, The in OA on currency rate on STB applicable Trade Desk, DV360 between SSPs inventory Mediamath, and DSPs Dataxu, Adobe Can apply 1 st Set up and Available via Follow myTV Brand safe and party data or test may Do not apply Private fraud-free SUPER needed for The Trade for STB creative environment Auction exchange rate new one Desk
Enhancement Of Our Self-Serve Solutions
AD Booking MANAGER • Multiple payment gateway • Advance & dynamic ad insertions • Diversify of targeting selections • User friendly & easy entry
myTV SUPER 2020 ADVANCE COMMITMENT TREMENDOUS BENEFITS FOR COMMITMENT CLIENT
No Rate Increase On Rate Card 2019 vs 2020
4 Things You Need To Know Only HK$110 for ≤ 30-sec instream mid-roll • Low entry level in HK$100,000 • Free 2x targeting filter • Free Online Survey •
All Things Considered
From Top To Down Along Your Marketing Funnel And More ….. Lead Generation Awareness INTRODUCE Lead Nurturing Optimal ad environment Consideration ENGAGE Sales Convincing CONVERT Cost Effective CPM
Does Your Budget Plan Follow The Eyeballs Share of Attention Any 2 nd thought about myTV SUPER your video budget in 2020? 13% Other (17 players) 23% Share of Attention IG 5.2% Facebook FTV Apple Daily 3.7% 10% Netflix 2.6% 33% ViuTV App 1.6% Viu App 1.6% oncc 1.6% Qianxun 1.3% YouTube Miscellaneous* 4.9% 17% PTV 4% Source : 2019 Video Consumption Landscape Survey (n=2,579 Aged 15-64 General Video User for HK local population in the past 7 days) Fieldwork period: May 14-31 & Jun 12-25 for A55+ booster interview Base & Definition : Video viewer in the past 7 days; the intensity and average timespent over a video player *Miscellaneous include YahooTV, Youku, Iqiyi, Tencent, Now App, Anbo, HBO Go, Xiaomi, NowE App, ATV
Confirmation Deadline 5:00pm DECEMBER 13, 2019
Recommend
More recommend
